Disney Sells Out Super Bowl LXI Ad Units at Record Rate and Pace

The Walt Disney Company has announced that it has sold out all its available commercial units for Super Bowl LXI, which will be broadcast on ABC/ESPN in February 2027. This marks a record pace and rate for ad sales by a network for the big game.

According to Disney's chief financial officer Hugh Johnston, sports volumes were up low teens, and the company is 'very pleased' with the sellout. The team led by Rita Ferro cut deals with 58 brands representing 34 distinct categories, including financial services, candy, personal care, and software.

The companies characterize this as the 'broadest advertiser and category mixes in Super Bowl history.' Nine of those brands will be making their first appearance in the Big Game. While Disney did not disclose the cost of securing airtime, media buyers estimate that a 30-second unit was sold for between $8.5 million and $9 million.

This marks another sign that the NFL TV market remains strong, with the league's TV partners generating a record $5.87 billion in sales last season, up 7% from the previous campaign. Disney is expected to break NBC's year-ago sales record of an estimated $920 million.